Paris-Roubaix is known as the “Hell of the North,” but to George Hincapie, it was always the race he could never win. He came heartbreakingly close, competing in the race a record 17 times with a second place finish in 2005—the highest-placing American. He returned in 2006 with high hopes but crashed after the steerer tube of his bike broke, causing his handlebars to come loose, crashing down on the cobbles.
Though George never won the race, he never stopped trying. And to this day, he looks back on Paris-Roubaix as one of his favorites. The Cobbles cycling kit, then, is a tribute to George’s determination—a reminder that pain isn’t something to be afraid of–and is actually worth seeking out. Suffering makes you better, faster, stronger, and ultimately creates the most inspiring stories. Put on your kit, head for your next challenge, and write something new.